EARTH COLOUR: NEW SHADES!

Virtuous Colour is our low-ammonia permanent hair color line, formulated with naturally derived ingredients and enriched with jojoba oil and organic green tea leaf extracts. It provides a natural effect with long-lasting, vibrant shine and a high conditioning power.

• Jojoba Oil: a natural oil whose composition makes it naturally suitable for protecting both the scalp and hair. Strengthens hair, providing shine, elasticity, and softness.

protective / its nourishing and emollient qualities preserve and protect from external agents.

moisturizing / leaves hair soft and silky.

illuminating / gives hair luminous reflections.

• Organic Green Tea: helps fix the color pigments, increasing longevity and shine.

antioxidant / protects and enhances the color, keeping it vibrant and luminous for longer.

soothing / deeply hydrates and soothes irritated scalp.

protective / preserves hair and scalp from environmental damage.

NEW COLOR PALETTE

Virtuous Colour expands its range with new shades and an innovative formula. The new Sunset Whispers palette is versatile and sophisticated, perfect for those seeking natural, soft, and modern colors.

The name evokes the magic of sunset, when day gives way to evening - a suspended, intimate moment -translated into a range of warm, enveloping shades: deep browns like the night, delicate blondes like the sun’s rays, reflections inspired by caramel, tobacco, and sun-kissed skin.

Its new formula is vegan-friendly and respectful, free from potentially harsh substances. The low ammonia content minimizes the risk of redness and scalp irritation.

FRAGRANCE

The scent is fresh and fruity. Top notes of green apple and violet meet a sunny heart of pineapple, melon, and cyclamen, resting on a velvety base of jasmine and peach.

TOP NOTES / apple, green accord, violet
HEART NOTES / pineapple, cyclamen, melon
BASE NOTES / jasmine, peach

MORE THAN COLOR: MUST-HAVE PRODUCTS TO BOOST VIRTUOUS COLOUR PERFORMANCE

Peroxide
A creamy oxidizing emulsion that creates a smooth, easy-to-apply mixture to enhance the characteristics of the coloring and bleaching cream. Its stabilized formula allows the pigment to develop strongly and lastingly.

Scalp Protective Oil
Protects the scalp during coloring. Vegan-friendly protective oil that not only shields the scalp but also helps remove excess color from the skin.

After Color Ritual
A ritual designed to enhance and prolong coloring results, leaving hair shiny and luminous for a long time. Its acidic pH formula helps fix pigments inside the hair, protecting color from sunlight. Reduces color fading and tone shifts.

After Color Shampoo / gently cleanses hair while maintaining color.
After Color Treatment / prolongs color longevity and enhances reflections. Protects color retention over time. Smooths hair, leaving it soft without weighing it down.
After Color Conditioner / prolongs color and enhances shine. Seals the cuticles, creating optimal conditions to preserve color pigments and gloss. Hair is shiny, soft, and silky.

SUSTAINABILITY AT THE CORE

As a Benefit Corporation, we are committed to protecting the environment and community through conscious choices, in line with our Virtuous Beauty philosophy.

Virtuous Beauty is reflected in everyday actions: we strive to respect the environment by developing eco-friendly products with low impact, minimizing waste, and promoting environmental awareness.

For Virtuous Colour tubes, we have selected materials that reflect our values. We use fully recyclable aluminum, reusable infinitely without quality loss, and sustainable, recyclable packaging made from responsibly managed forest paper and printed with plant-based, petroleum-free inks.